Lipton Brand Shift

Challenge – Brandshift: Take an existing brand and shift it to a new audience.
Solution – Under the guidance of Jennifer Cole Phillips, I took an existing brand and redesigned it with an updated look and feel for its new intended audience. I picked Lipton Tea and wanted to elevate their brand to a more sophisticated clientele.  I stripped the brand of all recognizable forms created the logo as a tea tag that is both bold and reductive.
The various types of tea that Lipton sells would be indicated on the box by references the diffusion of color that seeps from a tea bag in hot water.
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